All about improving the customer experience for older consumers

Friday, October 02, 2009

Don’t target age target need.

This is a good posting from the Age in Place Technology about ways to target older people without saying you are doing it. It is a variant of age-neutral marketing.

Whilst I agree with most of what is said, it is possible, when trying to strip out the age dimension, to make the marketing message obtuse and vague.

Worse still, when it is blindingly obvious what the product is and for who it is intended, the message can become preposterous. In the UK there was a series of ads for Stannah Stair lifts where the models where shown in a park watching their grandchildren play rugby but still needing assistance to get up the stairs.

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Dick Stroud

Dick Stroud

Founder of 20plus30, a consultancy specialising in marketing to older consumers. He is the UK’s leading expert in understanding the implications of physical ageing on the way older people behave and the products they buy.